In the B2B chemical industry, effectively communicating your capabilities, products, and value proposition can be challenging. The complex and technical nature of the industry often requires more than just static text and images. This is where video marketing becomes an invaluable tool. Whether you're demonstrating product applications, showcasing facilities, or building trust through customer testimonials, video offers a dynamic and engaging way to reach your target audience.
At HEXNET, we’ve seen firsthand how video can transform a brand’s online presence and boost engagement. In this blog, we’ll dive into why video is crucial for the chemical industry, explore best practices, and highlight examples from some of the most successful campaigns we’ve developed, including those for FutureFuel and Everest Systems.
Why Video Matters in the Chemical Industry
Chemical buyers—whether they’re engineers, procurement specialists, or R&D professionals—often seek clarity, precision, and trust when researching products or suppliers. Video provides an effective medium to meet these needs by simplifying technical concepts and presenting information in an accessible format. Here’s why video is critical:
- Simplifying Complex Concepts: Chemical products and their applications are often difficult to explain using just text. Videos can break down intricate processes, illustrate product benefits, and explain how your solutions solve specific challenges.
- Building Credibility: Video allows you to showcase your facilities, equipment, and expertise, giving potential customers confidence in your capabilities.
- Engaging Your Audience: Studies show that viewers retain 95% of a message when they watch it in a video compared to just 10% when reading text. Video increases time spent on your website and boosts conversion rates.
- Improving SEO Performance: Video content keeps users engaged longer, reducing bounce rates and signaling to search engines that your content is valuable. Platforms like YouTube also offer an additional avenue to reach potential customers.
Examples of Video in Action
FutureFuel: Video-Enhanced Website for Engagement
FutureFuel Chemical Company partnered with HEXNET to redesign their website, incorporating video as a core element of their strategy. The new platform features:
- A homepage banner video that offers a compelling visual introduction to the company’s capabilities.
- Product-specific videos embedded throughout the site to educate visitors and build trust.
- Facility tour footage that showcases the scale and professionalism of their operations.
The results? A 25% increase in homepage engagement and improved lead generation.
Watch the FutureFuel Video:
Everest Systems: A Social Media Video Series
Everest Systems leveraged HEXNET’s video expertise to create a series of impactful videos for LinkedIn and YouTube. This campaign included:
- Customer Testimonials: Real-life stories from Everest’s clients about how their products solved challenges.
- Team Spotlights: Interviews with key team members to humanize the brand and showcase internal expertise.
- Product Demonstrations: Videos that highlighted Everest’s products in action, illustrating their effectiveness and applications.
The videos were strategically distributed on social media platforms to build awareness, foster engagement, and drive traffic to Everest’s website.
Watch the Everest Video Series:
Best Practices for Using Video in the Chemical Industry
- Focus on Quality: While quick, informal videos have their place, high-quality production is essential for facility tours, product demos, and customer testimonials. Professional production reflects the professionalism of your brand.
- Keep It Concise: Attention spans are short. Aim for videos that are 1-2 minutes for social media and 3-5 minutes for in-depth content.
- Optimize for SEO: Include relevant keywords in video titles, descriptions, and tags. Use transcriptions to enhance accessibility and boost SEO performance.
- Incorporate Calls to Action (CTAs): Whether it’s scheduling a demo, downloading a product brochure, or contacting your sales team, every video should guide viewers toward a specific action.
How HEXNET Can Help
At HEXNET, we specialize in creating video content tailored to the needs of the chemical industry. From concept to production, we ensure that every video aligns with your brand and drives measurable results. Whether it’s building trust with a facility tour, engaging prospects through social media, or simplifying technical concepts with product demos, our video strategies are designed to enhance your digital presence and fuel inquiry generation.
Useful Resources:
- Video’s Role in Chemical Marketing: Learn more about how video can transform your chemical website in our blog post.
- FutureFuel Case Study: See how HEXNET helped FutureFuel drive engagement with video.
- Everest Video Series: Watch Everest Systems’ LinkedIn campaign in action and discover the power of customer testimonials and product demos.
Ready to Elevate Your Brand with Video?
If you’re ready to leverage the power of video to enhance your marketing strategy, HEXNET is here to help. Let’s create content that engages your audience, builds trust, and drives inquiries. Contact us today to discuss how video can become a cornerstone of your chemical marketing efforts.
